For some, fragranced body care products are less than desirable. Whether it’s because of an allergy or sensitivity, an aversion, or just because your own darn body smell is superior (am I just assuming, Brad Pitt?), the “unscented” market is huge. Except that it’s not. Not unscented, that is.

According to Women’s Voices for the Earth, “unscented” does not mean a product is fragrance-free. “It could mean that there are still fragrance chemicals in there to mask the scent of the other ingredients,” writes WVE’s Director of Science and Research, Alex Scranton. And that can be a big problem for people with skin sensitivities to chemical fragrances.

The organization lists dozens of “unscented” products that contain fragrance as part of its Secret Scents campaign. And Scranton says, “Companies told us that they don’t need to disclose fragrance ingredients because people who are sensitive to fragrance can just buy unscented products to avoid having reactions,” which she says is deceptive and confusing, particularly if the product label says it’s unscented or fragrance-free in the first place.

They’re also calling on consumers to upload images of secretly scented products to their “No More Stinking Lies Hall of Shame” on Facebook so that they can continue to build the list of products and call out the companies for their misleading claims. The campaign recommends checking deodorants, antiperspirants and hair spray, as those tend to be the most common products mislabeled as unscented.

Jill Ettinger is a Los Angeles-based journalist and editor focused on the global food system and how it intersects with our cultural traditions, diet preferences, health, and politics. She is the senior editor for sister websites OrganicAuthority.com and EcoSalon.com, and works as a research associate and editor with the Cornucopia Institute, the organic industry watchdog group. Jill has been featured in The Huffington Post, MTV, Reality Sandwich, and Eat Drink Better. www.jillettinger.com.

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